During the 2017 election, I realized how amazing it was to see a female running for President and wanted to inspire young girls to feel confident enough to do the same. In response to the final results, I created this project with a friend to spread the message that a female U.S. President should no longer be a matter of "if" but "when" and inspired young girls across America to believe it would be them.
Another Back-to-School season usually means another wave of Back-to-School spots slanging school supplies. But this year, we decided not to use Lysol’s media to outwardly promote adding Disinfectant Wipes to shopping lists. Instead, we wanted to celebrate the honorable caretakers Lysol is proud to share the classroom with year after year: teachers.
In 2018, the U.S. saw a total of 323 mass shootings. Beyond schools, there’s been shootings at a nightclub, a synagogue, a church, a concert, a salon, a movie theater, a hospital and pretty much everywhere you have felt safe since you were born.
As a way to combat this horrific reality, we turned crime scene tape, the most symbolic sign of a shooting crime, into a gun reform initiative and call to action to get people to vote this November.
Leading up to the midterm election, we placed the yellow and black tape that reads as “This Should Never Be A Crime Scene Vote 11.6” in locations that represented the same locations where mass shootings have happened throughout the country. We took photos of the tape in these places and shared them on Instagram along with the stories they represented as a digital protest.
Word got out. Social influencers shared our message in their stories, the Drum wrote about us and most importantly we inspired people to get their votes out for gun reform.
Follow us on Instagram: https://www.instagram.com/neverbeacrimescene/
HP wanted to introduce the future of their company known as “The New Style of IT” which included Enterprise Services like Big Data, Cloud, Security and Mobility. As the lead writer, I was tasked to communicate these hard to define, abstract services in a captivating way. The campaign ran from London to New York and was featured in all the major business publications. It was proudly introduced to the world by the CEO herself, Meg Whitman, and is known as the biggest competitive campaign for HP’s Enterprise Services to date.
We wanted to know what a World Series win would sound like for the Cubs after a 108 year long wait. The answer: Priceless. Just like the sound I let out when I found out I could direct this spot. This is the most successful film shared on Mastercard’s social networks to date and won three “Best in Show” Golds at the 2017 Shorty Awards for Financial Services, Creative Use of Technology, and Real Time Response.
HP asked us to create a campaign for a handheld printing prototype they built. When we received the beta version, we discovered it wasn’t designed well or wirelessly connected so my ECD, AD and I decided to invent a brand new prototype along with a campaign to match.
Together we created a new product design, user experience and functionality for a handheld printer that could ink everything (with toxic and non-toxic ink) on anything (skin, wood, walls, etc.). On top of that, I branded the product's name, tagline, voice and messaging aimed to inspire the freedom of expression. It was one of my favorite projects and is currently in exploratory at HP with hopes to get made.
Mastercard evolved its legendary Priceless campaign into Priceless Surprises where cherished cardholders were given unforgettable, personalized experiences. We found a cardholder who was a huge fan of Gwen Stefani and partnered with her fiancé to give her one of the biggest surprises of her life.
Chocolate doesn’t sell well during the sweltering heat of Summer so Godiva created new Summer products like shakes and ice creams to keep business booming. We stationed ice cream trucks at the biggest Summer Music Festivals across the country and released a social campaign that was refreshing for the brand.
BTW, the #OMGodiva handle I created is still being used to this day in lands as far as Asia. IMHO, that’s pretty sweet.
Revlon wanted to promote their new Eyeshadow series that included product names like Avante Garde, Graffiti, Renaissance, Pop Art, Bohemian and more. We decided New York City was the perfect canvas for all of these themes so it became a backdrop for an Eye Spy game idea on Instagram.
Models wearing the Avante Garde shadow were photographed at the long-running, experimental show Fuerza Bruta. Models wearing Grafitti were photographed at Five Points. Pop Art was worn at St. Marks Comics and Bohemian at Café Wha. The internet was invited to guess the locations for a chance to win the Eyeshadow collection.
There’s a lot of life lessons to be learned from Boxing and I discover a new one almost every week when I’m training at Gleason’s Gym. You can download the editorial piece I wrote about the Sweet Science that was published in Curlew Quarterly, an NYC literary journal, here: ABellGoesOff.pdf
Legendary golfer Arnie Palmer was Mastercard’s longtime partner in the world of sports. When he passed my partner and I created a print ad in the 2016 issue of Golf Digest with a new design of his ubiquitous umbrella logo. The ad shortlisted for a Sports Clio, but more importantly, Arnie’s family loved it so much they displayed it at his funeral to commemorate his life.
Dell wanted to surprise and delight people on Twitter who were shopping for laptops, tablets and computers during the holidays. Here you'll find the tweet I'm most proud of creating with my AD at VML, leading to the client popping champagne with us later that evening.
To encourage more Mastercard use in the Boston area, we created a film that celebrated cardholder Noel Schaub, a Bostonian Father of 7 and avid Red Sox fan, with a pimped out Duck Boat and a day full of surprises at Fenway. Bostonians thought it was so wicked, it became the second most shared film on Mastercard’s social networks, card use went up and we won a few awards for it.
While working at VML, my AD and I were asked to come up with an idea for Y&R's 90th anniversary. We were given a digital billboard in Times Square and a two hour deadline. Next thing you know, we created a worldwide discussion the industry’s biggest players and brands participated in—which ultimately led to Advertising Week creating a conference inspired by it.